"Interestingly [winemakers] were actually not really sure what their strategy was, it was a bit of an ad-hoc plan to social media," she said.

"If they could think of something interesting they would post it, but in terms of developing a strategy they weren't sure what to do, what would be most effective and didn't really know how much time they should be investing into it."

Ms Dolan says consumers involved in the research were not only interested in the story behind the wine, but the winemakers themselves.

"They didn't want to see something they could already get from the website or a newspaper ad," she said.

"It could be something like a video of someone in the vineyard picking the grapes and explaining them on a one-on-one basis, or a picture of the winemakers' birthday and them all going out for dinner at their favourite restaurant.

"Something more personal and human, not a mass marketing message about buying the wine."